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Bespoke doordrop helps Sky promote new F1 channel

Submitted by: Helen Hall 09/07/2015

Background

Broadcaster BSkyB was looking to publicise the launch of its brand new Sky Sports F1™ channel, dedicated to airing all Formula One races and providing coverage of practice sessions and qualifiers. The channel would be exclusive to Sky Sports subscribers.

The Case Study

A Bespoke doordrop, with creative based on a racing driver’s helmet, was designed to achieve standout and bring the viewing experience to life – validated by outperforming a traditional A4 format in sample testing. The campaign was targeted to reach sports enthusiasts across the UK.

Results

The Bespoke doordrop generated a strong response – almost 50% higher than any previous Sky Sports or HD campaign. Conversion was strong, with 35% of new customers taking out a Sky Sports subscription and 22% of existing customers upgrading to a package that included Sky Sports F1™.